1. Online Public Relations October 15, 2008 Trainer – Ged Carroll May 2008 - © e-Consultancy

3. Who On Earth Am I?

4. Or as my girlfriend sees me

8. What is Online Public Relations? “ Communicating over the web and using new technology to effectively communicate with stakeholders” Source: CIPR website 2007

9. And a bit extra from me.... The opportunity to: LISTEN to your publics, in a way we could never have imagined IDENTIFY influencers/issues related to your brand, organisation and industry ENGAGE with multiple stakeholders in relevant and exciting ways MEASURE outputs, outtakes and outcomes of your engagements

10. There are 3 categories of Online PR Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by

11. Your PR Toolbox….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations TV interviews

12. Has got even bigger….. VNR Competitions Advertorials Stunts Surveys Interviews Press briefings Conferences Product launches Events Press trips Photography Radio interviews Audio features White papers Newsletters Brand publications Internal communications Stakeholder relations Stunts Guerrilla activity Brand ambassador activity Reputation Management Press releases Crisis Management Media relations Investor relations Online media centres Online media relations TV interviews Online monitoring Stakeholder mapping Social media releases Search Engine Optimised Releases Search Engine Optimised brand publications Podcasts/Vodcasts Social Search Social Tagging Social Networking Virtual World events Social Networking events Folksonomies Online surveys Blogger relations Corporate/Brand blogs Internal blogs WIKI’s Crowdsourcing Internet radio RSS feeds Widgets Social network APIs Webchats Webcasts Skypecasts Tagged photography Mashups Dark blogs Viral Press release distribution Forums/Boards/Comments Social Bookmarking Infographics Microblogs Online surveytorials Online Reputation Management P2P

17. Changing behaviours - media and consumers

18. Fragmented media landscape

19. From industrial media…

20. To an age of networks

22. Social Networks e.g. Facebook, LinkedIn, MySpace, Bebo, Twitter, Jaiku Internet Service Providers and Portals AOL, MSN, Tiscali, Orange, Yahoo News sites and Wires e.g. Guardian Reuters, icWales, PA, PRNewswire Search Engines e.g. Ask, Google, Yahoo, MSN, Dogpile, Omgili, Technorati, Icerocket Virtual Worlds e.g World of Warcraft, Second Life, Habbo Hotel, Cyworld User Generated Content (UGC) Blogs, Video and Photo Sharing, Forums, Bulletin Boards, Newsgroups, Review and Rating sites, Wikis, Social Tagging sites, Hate sites, Q&A Online Media e.g. Magazine sites, Broadcast sites, Internet TV and radio, Trade publications Other Company sites, E-commerce, Aggregators, Affiliates, IM WAP, P2P The many sub-groups of the Internet

23. Ever changing jargon…… Twitter Microblogging Widgets RSS UGC Blogrolls Podcasts SEO PR Moblogs Skypecast Poke Dark Sites Social tagging P2P Authority ranking Citation analysis IM Mashups

26. Social Technographics

34. Beyond the obvious news sites….. Videojug.com – 2.3 million Tiscali.co.uk – 6.7 million Sky.com – 19.9 million Thefirstpost.co.uk – 1.34 million Source: abce.org.uk

35. Beyond the obvious news sites….. Wikipedia – 11.5 million (UK) MSN – 26.7 million (UK) Source: comScore Sept 2007

36. Lazy online PR engagement Tom Coates and the PRostitutes Chris Anderson blocks unsolicited PR “ SSPR please stop spamming Bloggers”

38. No online monitoring/engagement

39. Personal online engagement Not just your brand it’s your people

43. Getting it right…

46. Long tail PR thinking Reachingmillions Reaching Billions Source: Immediate Future, June 2006 Traditional Media Online Media Nationals Trades Media websites Niche sites Citizen sites Blogs Head Tail Reach

48. Online PR working towards a strategy

50. Reminder of 3 categories of online PR…… Monitor/ Map/ Research Defensive Promotional Transparency Honesty Process Rapid response Flexibility Integration Underpinned by

54. Online PR tools and tactics - Mapping Step 1 - ID primary keywords Organisation, brands, spokespeople, initiatives, affiliate organisations, known brand detractors, ‘competitors’ How? Brainstorm internally and use clients’ internal departmental data and external agency data Keyword tools Google - https:// adwords.google.com/select/ KeywordToolExternal http://freekeywords.wordtracker.com/ Subscription - Wordtracker.com, keyworddiscovery.com, nichebot.com Web analytics Your analytics should show your referring key-words and phrases Analyse web log files PPC Campaigns Online research tools Hitwise, Comscore and NNR

55. Online PR tools and tactics – Mapping 2 mins to brainstorm some of your own keywords and phrases

57. Online PR tools and tactics – Mapping Source: Networksense Mapping - icrossing

58. Online PR tools and tactics – Mapping Source: Onalytica

59. Online PR tools and tactics – Mapping Source: Magpie - Brandwatch

60. Online PR tools and tactics – Mapping Source: Michelle Goodall

67. Online PR tools and tactics – Mapping Fancy creating your own? Or use existing Pipe http://pipes.yahoo.com/pipes/search?q=online+reputation&x=0&y=0

75. Online media and investor centres

83. Online PR tools and tactics – Promotional Press release distribution

85. Online PR tools and tactics – Promotional Blogs – best practice blogging in the UK Corporate/Brand blogs Source: Nixon McInnes http://living.morethan.com/

86. Online PR tools and tactics – Promotional Blogs – but don’t do this.... Clear objectives? “ Will submit as often as I can”

87. Online PR tools and tactics – Promotional Search engines love blogs!

92. Conversationalists and Social Currency

96. Social currency/objects - The Blue Monster Blog: http://www.gapingvoid.com/Moveable_Type/archives/003388.html

97. Social currency/objects - The Blue Monster 1,252 friends of the Blue Monster

99. It’s not just about blogging... http://www.cableforum.co.uk/board

100. Blog relations Toshiba project: 1000heads

103. UK blogs only? Blog relations One vacuum cleaner = 2,363 comments, over 1,000 backlinks to blog and Dyson

104. SEO and improved sentiment ratings Source: Onalytica

105. Group chat tools – webcasts and webchats

108. Social networks High level involvement Build your own – e.g Authorsplace, Lolasland, Gurgle, Sagazone Create Facebook ‘Pages’ or Bebo, MySpace profiles, e.g.Terry Pratchett

110. Crowdsourcing

112. Forums, newsgroups, bulletin boards, comments on media articles

114. Online PR tools and tactics – Promotional Social bookmarking

116. Social news

131. Online PR tools and tactics – Promotional Infographics

133. Exercise Using the monitoring/promotional tools that we have reviewed split into 2 groups – Agree between you a PR brief and develop an Online PR promotional campaign Consider evaluation and measurements and issues management .

147. 5 days later “ We are writing to you in response to the Barry Scott posting on 30th September 2005. We’re all aware that Barry Scott, the advertising character is a marketing creation and we have been responsible for raising his awareness. The posting on 30th September was unplanned and an error of judgement and we unequivocally apologise for this. We recognise that it was inappropriate in context. The Barry Scott character has appeared in a number of spoof websites and weblogs, created by people unconnected to the Reckitt Benckiser brand. The weblog posting on your site was not endorsed by Reckitt Benckiser or any of the advertising agencies that are mentioned and was a one off error from which lessons have been learnt. We are sorry for any offence it has unwittingly caused. We would like to have an opportunity to apologise personally, if you would like to speak to us please do let us know the best way to reach you. Yours sincerely, The Cillit Bang team”

148. Situation diffused “ The e-mail contains what appears to be a fairly honourable and sincere apology for the whole Barry Scott comments-as-marketing fiasco that I wrote about on Friday. “ And although I still have significant reservations about the idea of fictional marketing characters leaving messages and commenting on other people's sites, I've decided to take them at their word, accept the apology and leave it at that.”

151. Q&As

152. Thank you October 2008 Trainer – Ged Carroll 07714123625